The Good Food CFO podcast Sarah Delevan

There is a lot to consider when it comes to online marketing: ​​

Are you confident in choosing the right platforms to reach your consumer base?
How do you incorporate consumer preferences into your marketing strategies?
How can you measure the success of your marketing efforts?


In this podcast episode, Sarahis joined by Ali Cox, CEO of Noble West, to discuss the intricacies of online marketing and advertising for Good Food brands. Ali Cox is an agriculture and food ingredient marketing visionary and founder of Noble West, an award-winning marketing consultancy that specializes in the entire agricultural ecosystem. From fresh produce and nuts to dairy and agTech, Noble West works in all aspects of agriculture.
As a fifth generation farmer, Cox returned home to California’s Central Valley in 2007 with the singular goal of making world-class marketing services available to the abundance of farmers and growers in the area. A fierce advocate for farmers, Ali’s deep personal connection to the land blended with her business acumen has made her a highly sought after strategist by her clients. 
Together, Sarah and Ali explore the challenges of achieving a return on investment and the importance of understanding consumer insights and brand identity. Ali stresses the significance of setting Key Performance Indicators (KPIs) and aligning them with business goals. They also highlight the necessity of transparent reporting from marketing agencies and the value of establishing a partnership rather than a transactional relationship with these agencies. 
 
You’ll hear:
The common challenges and strategies related to marketing and advertising for brands
How to measure ROI in marketing and online ads
The importance of setting clear KPIs and understanding business goals
Understanding consumer insights quantitatively and qualitatively
How to spot the difference between a partner and vendor relationship 
The strategy for a targeted approach based on budget and goals
And much more! 
 
Connect with Ali!
Website: Noble West
Instagram: Ali Cox
LinkedIn: Ali Cox
 
Visit our BookShop to get your copy of our newest Book Club selection! 
 
BABOYOT Member Highlight
Ovtene
Monthly member - Sharon Jorgensen
Website - www.Ovtene.com
Instagram: @ovtene
 
Stay Connected!
Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community 
 

Ever wondered how a promising startup can suddenly falter? 
 
Sometimes, growth isn't just about expanding - it's about evolving. 
 
In this episode, Sarah and Chelsea delve into the story of Foxtrot - the convenience store delivery business that soared with ambition but faced the stark reality of rapid expansion. Founded in 2015, Foxtrot's initial success was noteworthy, but the journey from a single retail location to 33, plus the leap into other markets, provides a cautionary tale about the perils of scaling up too fast.
 
We discuss Foxtrot's initial success, its expansion, and the diverse funding rounds it went through. The conversation also covers the company's focus on technology and the challenges of rapid growth, including the sustainability of their business model. Then we get to Foxtrot's merger with Dom's, leadership changes, and the eventual closure of the company, highlighting the financial struggles and the impact on employees and suppliers.
 
We hate to see any small food business close the doors, but it is important for us to take a look and understand what happened, so that we can avoid the same outcome.
 
For Founders Impacted by the Closure:
How Pod Foods is helping Brands impacted by the closure of Foxtrot and Dom’s
Founders supporting each other on Instagram
 
Sources:
What Went Wrong at Foxtrot
Dom’s Kitchens and Markets Parent Company Names New CEO
NVC Alum Foxtrot Closes $42 Million Series B Round with $200,000 Investment from UChicago
Foxtrot, Dom’s Kitchen & Market Closing All Locations
Five Years on, Foxtrot Hasn’t Broken its Stride
Foxtrot Raises $100 Million Series C
Foxtrot Funding History
 
Stay Connected!
Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community 
 

This is a testament to the power of building a business on your own terms.
 
When you focus on YOUR vision, the health of your business and brand loyalty, and have the patience to see those seeds blossom, there is no limit to what you can achieve. 
 
In this episode, Sarah welcomes Jeff Wiguna to the show. Jeff is the co-founder and CEO of Kuju Coffee, the leading single-serve pour over brand in the US built on the foundation of their outdoor roots. They discuss the origins of his outdoor-focused coffee company, which began with a successful Kickstarter campaign in 2015. 
 
Jeff emphasizes the importance of brand consistency, customer trust, and understanding market dynamics. He also talks about the strategic decision to avoid traditional venture capital funding, focusing instead on profitability and organic growth. They touch on the significance of cash flow, forecasting, and honest business relationships. Jeff also highlights the value of patience in business and his vision for using his brand to support children in the foster system. 
 
Tune in to hear:
If a Kickstarter campaign is still a viable method of initial funding
Importance of consistency in what differentiates your business 
What it truly means to have a healthy business
The value of patience in business and its impact on long-term vision
An argument for avoiding traditional venture capital funding
And much more!


Bonus Clips from this Episode:
Can You Build a Successful CPG Business without Funding?
What Role Does Brand Loyalty Play in Growing Your Sales Channels?

 
Connect with Jeff
Website: Kuju Coffee
LinkedIn: Jeff Wiguna
Instagram: @kujucoffee
 
From our News Segment
How Pod Foods is helping Brands impacted by the closure of Foxtrot and Dom’s
Founders supporting each other on Instagram
 
BABOYOT Member Highlight
Boichik Bagels
Annual Member - Emily Winston
Website: Boichik Bagels
Instagram: @boichikbagels
 
Stay Connected!
Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community 
 

For a Good Food Business there are many paths to success, and for some that path may include outside investment.
 
But today’s Venture Capital landscape can be difficult to navigate, with high expectations for returns, investors that don’t quite understand your business, and the overall slow down of venture funding in the last year.
 
In this episode, Sarah is joined by Melissa Facchina, Co-Founder & Co-Managing Partner of Siddhi Capital. Growing up in the food industry and working in her father's factory, Melissa went on to support more than 300 food and beverage clients through her first venture, Siddhi Ops. Since March 2020, she has served as Managing Partner at Siddhi Capital, which she co-founded with Steven Finn that manages an early-stage venture capital fund in the food and beverage industry.
 
In 2019, Melissa co-founded, and sits on the board of, a non-profit organization called the Women on Boards Project which was formed to ensure that board seats in the consumer packaged goods industry are filled by diverse women.


Sarah and Melissa discuss the evolution of funding in the food industry. The investment world is tricky, and Melissa didn't shy away from discussing the pressures and expectations that come with it. They dove into the importance of picking the right investors and staying true to your business's core values, especially in today's capital-constrained environment. She emphasized the need for practicality and sound business fundamentals amidst investor pressure for growth. 
 
You’ll hear Sarah and Melissa discuss:
 
Melissa's experience in the dairy factory and her passion for being an efficient operator
The founding of Siddhi Ops and its role in launching, scaling, and de-risking businesses
The challenges of financial forecasting and the need for realistic projections
Investor-created pressure for unrealistic growth targets and its consequences for good food founders
Different life cycles of businesses and the varying paths to success, including the impact of outside investment
 
Bonus Clip from this episode:
 
What you MUST consider before working with an Investor
 
Connect with Melissa
Website: Siddhi Capital
 
Stay Connected!
Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community 
 

Ever encountered challenges with syncing apps to accounting software or using online-only banks?
 
You are not alone! 
 
In this episode, I’m sharing the financial "never do's"  - things that founders should be wary of, and the cautionary tales from my experience as a CFO consultant that I believe are crucial for any business owner to heed. 
 
Chelsea and I discussed:
The problems with syncing apps and e-commerce sites to accounting software
Why you shouldn’t be using new online-only banks without proper research into their reliability, FDIC insurance, and fee structures
The importance of good data management 
My experience with Square's checking account and the challenges of reconciling transactions
The importance of testing financial systems and consulting with financial teams
And More! 
We're compiling a list of "never do's" to save you from extra headaches and work, and we want to hear from you! Your story could be the cautionary tale that saves a fellow founder from financial frustration. Let us know at hello@thegoodfoodcfo.com
 
From our News Segment:
We Need to Talk About Trader Joe’s



Stay Connected!
Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community 
 

Inclusivity isn't just a buzzword – it's a strategic imperative. Our population is growing more diverse by the day, and businesses must evolve to meet the changing demographics.
 
In this episode, Sarah is joined by brand strategist Kathy Guzmán Galloway. Kathy shows us  that success doesn't necessarily mean creating a product for every niche, but rather making strategic decisions informed by a deep understanding of consumer behavior and preferences.
 
With 20 years of CPG experience, Kathy, known as The Clarity Wizard, has helped hundreds of organizations increase revenue and decrease risk by clarifying their brand positioning. She’s worked with brands like Nature Made, Lay’s, and Chiki Chiki Boom Boom, among others, to turn strategy and data into action. 
 
Sarah and Kathy dive into the intricacies of consumer needs. It's not just about the what – it's about the why behind the choices our customers make. Flavor, serving size, and cultural context can shape product development, pricing, and marketing strategies. Kathy emphasizes the importance of holistic brand strategy and the implementation through your entire business model.
 
You’ll hear:
Why brand positioning is crucial for success in the market, and how brands should align their pricing decisions with their brand promise and target audience.
The importance of understanding the real-life experiences of different demographics
How emotional and cultural nuances can impact messaging and product offerings
The financial impact of understanding and catering to diverse consumer groups
And more! 
 
BABOYOT Member Bonus Clips from this episode:
How to Approach Diversity within Your Organization
More News with a Branding Expert
 
Connect with Kathy
Instagram: @yes_kg_is_me
Facebook: Kathy Guzmán Galloway
LinkedIn: Kathy (Guzmán) Galloway
​​Schedule a discovery call here: www.calendly.com/kathygalloway



Stay Connected!
Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community